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Me in #Balmaination

You may remember that H&M collaborated with Balmain, last year. Well, I was one of the lucky few who got the chance to purchase a piece from the collection. I queued up like everyone else to buy at least one of the products from the exclusive range.

Although I originally wanted the velvet Black and Gold beaded dress (as seen on Kylie Jenner), I tried it on and realised that it wasn’t the one for me. Instead, I opted to go for the Emerald Green velvet dress (as seen on Ellie Goulding). I was won over by this figure-hugging dress because it made some parts of my body look slimmer while accentuating others.

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Kylie Jenner
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Ellie Goulding

Anyway, enough about me, let’s get down to the real reason why I’m writing this… It was revealed last month that H&M has seen a 10pc surge in sales over the Christmas period – beating its rivals. The Swedish company which is famed for its fast-fashion but low cost clothes more than doubled its revenue in December, 2015 in comparison to November and it is suggested that H&M x Balmain may well be the reason!

Having said that, last year wasn’t the first time that H&M joined forces with a premium brand. In 2014, H&M collaborated with Vera Wang on an exclusive line. But, the collaboration with Vera Wang wasn’t as popular as last year’s #Balmaination. Why is that? Well, it’s probably down to the fact that the Kardashians/Jenners were heavily publicised wearing the most luxurious of pieces from Olivier Rousteing’s collection in that year.

 

The Balmain x H&M collaboration was announced at the Billboard Music Awards in May, 2015. Of course, a fashion frenzy followed and everyone counted down the days until November 5th, when the collection was unveiled to the public both in store and online.

 

November 5th came and I headed down to Central London’s Oxford Street to purchase my chosen garment. But, I wasn’t ready for what I was about to endure… Millions of people were queuing up outside the store. The queue was almost a mile long. Apparently, people had been queuing up from the night before, and were given wristbands which allocated them a time to enter the store.

 

I waited patiently until it was my turn, but was one of the last to go in. The whole Balmaination section was bordering on empty, and the crowds outside were becoming hostile. Then, out of nowhere I heard screams as people started forcing their way into the store trying to enter. H&M was forced to close as the shop assistants and managers feared for their safety.

On my way out, I heard that people were checking H&M’s online store, to see if anything was available. But, by that time everything was all sold out… When I got back home, I read that people who had bought something from the range were selling them online for double, triple, or quadruple the price.

Why was everyone going crazy over Balmain? I think it’s the price reduction that clinched it. I checked on Balmain’s website, and dresses are sold at ludicrously unaffordable prices (for working class people). So, seeing that prices were being reduced by H&M meant that there was a higher demand.

My star rating for Balmain’s #Balmaination would be 5***** I absolutely love this dress and cannot wait to show it off on a night out…